福特汽车培训材料—顾客满意PPT培训课件教材

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AutoServiceChain
Quality ? 7. What Are Key Drivers To Make You Success On
Customer Satisfaction ? 8. Q&A
What Is Customer Satisfaction ?
1. The formation process is dynamic :
As a result, customer EXPECTATIONS serve to provide the foundation for attitude formation and also the adjustment of subsequent / expectation perceptions.
顧客滿意 / Customer Satisfaction
12 / 28, 2002
Outline – Customer Satisfaction
1. What Is Customer Satisfaction ? 2. Why Needs Customer Satisfaction ? 3. What Are Key Components Of Customer Satisfaction ? 4. How To Understand Your Customer Satisfaction ? 5. What Are Factors That Block Customer Satisfaction ? 6. How To Improve Customer Satisfaction with Product /
In general, EXPECTIONS are the customer's predictions of the nature and level of satisfaction that they will RECEIVE when product/service is consumed.
They include such things as :
?Customer prior experience
?Communication with sales people
?Advertising
?Price
?Influence of friends
?Customer's own personality characteristics
Profit will increase by 25%
~ 85% from 5% increase in customer loyalty.
?Firms become more profitable overtime due to loyal customers.
Profit Increase from 5% Increase in Customer Loyalty
3. During the OWNERSHIP experience, the customer compares perceived “Performance” to the previously formed EXPECTATIONS.
If the “Performance” meets or exceeds EXPECTATIONS, the customer is satisfied, but if “performance” falls short of EXPECTATIONS, the customer is dissatisfied.
As the customer continues through the OWNERSHIP experience, he/she tends to modify or revise his/her expectations.
As a result, customer satisfaction levels evolve.
Why Needs Customer Satisfaction ?
It was proven strong correlation between “Completely Satisfied” customers and owner loyalty : a customer will recommend his/her friends to purchase the product/service he/she experienced.
Customer measures and rates his/her Satisfaction as a result of comparison process. Prior to the purchase and consumption of a product/service, a customer establishes various expectations concerning the “Performance” of the product/service.
Harvard Business School study findings :
?Firms with higher level of customer loyalty (not
market share) enjoy higher profitability in a
given industry .
Therefore, customer expectations play the role of defining the standard against which subsequent “Performance” is judg.ed
2. There are a variety of factors influence customer expectations, and hence, ultimate satisfaction level.